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  • Branding and Pattern

    sharefacebooktwitter
    12 July 2019





    Hi the MLE,

    You know I'm known for liking identities that involve repetition, and here is yet another new example. You are correct, this logo is not for everyone. In particular, the circular logo does not work well very small (it would not be legible), or in certain areas with restricted real estate, such as the top of their brewery (fourth image above, where the circular signage would not be legible, hence the less interesting and more plain repeating pattern). But in application as a poster or on drink glasses, it works quite well indeed (second and third image above).

    More info here.

    Suzan
    Posted in: branding logos
    -Tags: pattern
  • The advantage of being a multinational corporation

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    15 November 2017

    Hi MLE,

    A trove of leaked documents published last week by the International Consortium for Investigative Journalists (ICIJ) have confirmed how the world’s ultra-rich become richer by exploiting tax shelters.

    Nike’s European headquarters is based in the Netherlands. In 2006 the Dutch government granted the brand a new tax deal that allowed it to open a subsidiary in Bermuda (which is of course a shell company). This subsidiary owns Nike’s intangible design assets – like its logo and trademarks – for all markets outside of the United States. Since it is based in Bermuda, which is a tax-free country, Nike is not taxed at all on the billions in revenue these licensing fees generate.

    But this was not enough. In 2014, Nike found a way to successfully exploit a Dutch tax law from 1830 called a “commanditaire vennootschap” (CV), or limited partnership, which lets multinational corporations skirt taxes in the Netherlands and abroad, too.

    Thanks to its corporate restructuring, Nike’s tax global rate dropped from 34.9% in 2007 to 13.2% this year.

    Other leaked documents show how other multinationals like Uber are doing the same thing. The UK is losing out on much-needed tax dollars from Uber. Yet another reason why I don’t want them in this country. 

    Speak next week!

    Suzan
    Posted in: random logos
    -Tags: Nike UBER